Barriers to dialogue

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Barriers to dialogue

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dc.contributor.author Etter, Michael
dc.contributor.author Morsing, Mette
dc.contributor.author Castello, Itziar
dc.date.accessioned 2011-11-25
dc.date.accessioned 2012-10-06T09:44:01Z
dc.date.available 2012-10-06T09:44:01Z
dc.date.issued 2012-10-06
dc.identifier.uri http://hdl.handle.net/10398/8530
dc.description.abstract Purpose: Social media hold promises for companies to engage with a variety of stakeholders about CSR issues and thereby enhance stakeholder relationships. However, by implementing a social media strategy companies face different constraints. With this paper barriers diminishing stakeholder dialogue in the Web 2.0 are identified. Design and methodology: With a single case in‐depth‐study we analyze the implementation of a communication strategy of a recently launched CSR‐twitter‐account of a European based pharmaceutical company leading in CSR. Data is derived from interviews with four managers with central roles in strategy formulation and implementation. Findings: Five factors diminishing stakeholder dialogue are identified: Lack of resources, unfamiliarity with social media, managerial scepticism, internal guidelines and culture, and external regulations. These barriers prevent basic principles of relationship building online, such as regular updates or conversational human voice. Research limitations: With a single case study the representative value of the results is limited. However, the results give valuable insights into the challenges and concerns management faces when implementing a CSR communication strategy in social media. Practical implications: The results show that organisational constraints have to be addressed in order to implement a successful social media strategy. We therefore argue that corporate communications has to increasingly emphasis organisational aspects. Originality: To date, only little research has been done about CSR communication in social media. Furthermore, the research paper presents highly relevant and new findings by drawing the attention to organizational rooted challenges of corporate communication and strategy implementation. en_US
dc.format.extent 14 en_US
dc.language eng en_US
dc.subject.other CSR en_US
dc.subject.other Social media en_US
dc.subject.other Twitter en_US
dc.subject.other Strategy implementation en_US
dc.subject.other Barriers en_US
dc.subject.other Pharmaceutical industry en_US
dc.title Barriers to dialogue en_US
dc.type cp en_US
dc.accessionstatus modt12okt06 lbjl en_US
dc.contributor.corporation Copenhagen Business School. CBS en_US
dc.contributor.department Institut for Interkulturel Kommunikation og Ledelse en_US
dc.contributor.departmentshort IKL en_US
dc.contributor.departmentuk Department of Intercultural Communication and Management en_US
dc.contributor.departmentukshort ICM en_US
dc.description.notes Paper presented at CSR Communication Conference. 26-28 Oct. 2011. Amsterdam, Holland. en_US
dc.publisher.city Amsterdam en_US
dc.publisher.year 2011 en_US
dc.title.subtitle Organizational challenges for CSR communication in social media en_US


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